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Image source: Novelty Spain
In the heart of Barcelona, the Massimo Dutti universe once again unfolded its elegance with a fashion event that left its mark. For the Spring/Summer 2025 fashion show, Novelty Spain was entrusted with transforming an iconic venue into an immersive technical production experience.
This technical event production was designed with the smallest detail in mind, to amplify the brand's core values: sophistication, freshness and sensitivity to detail.
Fashion show overview: key details
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Event: Massimo Dutti Spring/Summer 2025 Fashion Show
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Client: Profirst International
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Date: 14 March 2025
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Location: Massimo Dutti shop, Paseo de Gracia- Barcelona
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Industry: Fashion
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Audiovisual supplier: Novelty Spain
The Massimo Dutti SS25 fashion show: a showcase of technical production
After the success of the limited edition autumn/winter FW24, the new challenge was to raise the creative and technical bar. Profirst trusted again in Novelty Spain as its technical partner in AV production.
The goal was clear: to integrate sound, lighting, and set design into a parade that would thrill from the first entrance to the last beat of the after-show. An exemplary execution of technical production for fashion shows, where every element serves the experience.
Image source: Novelty Spain
Four immersive spaces: a coherent technical narrative for fashion events
The event was structured in four independent scenic zones, connected by a coherent audiovisual narrative:
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Entrance
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Main walkway
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Dining area
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DJ Terrace
Each of them was designed as an immersive environment, with audiovisual solutions tailored to its function and moment in the event.
Entrance: wireless intelligent lighting solutions
Using Astera AX9 Powerpar spotlights and versatile PixelBricks, the entrance became a living gallery of lights. The entire system was programmed and controlled with no visible wiring, allowing for an elegant and seamless welcome for the attendees. A start worthy of major fashion events.
Showspace: surround sound and clean aesthetics
The central space of the show required a combination of high fidelity sound and elegant visual design. L-Acoustics loudspeakers, powerful subwoofers and Titan Tube, ETC S4 Profile and Ovation Rêve E-3 spotlights were used, all integrated in almost imperceptible black structures. The technique disappeared to let the fashion shine through. A benchmark execution in contemporary fashion shows.
Dining area: warm, personalised audiovisual atmosphere
After the fashion show, the experience continued with an exclusive dinner. The ambience was achieved with 32 PixelBricks and T4 Wireless Design luminaires, managed from an Avolites Pearl Quartz table, which created an intimate, sophisticated and adaptable ambience. Another example of how quality technical production supports every moment of a fashion event.
DJ Terrace: beats, sunset and sonic precision
The after-show moved outdoors with a professional set: Pioneer CDJ-3000 + DJM-A91 mixer, and an L-Acoustics PA system. A club environment with runway aesthetics where the technical production maintained excellence until the last track. The perfect fusion of technology and style in this fashion show.
Technology and design driving technical production for fashion shows
Every cable, every console and every light point was planned to disappear into the background and give prominence to the brand message. From SkyPanels to wireless DMX solutions, the choice of material was based on criteria of efficiency, aesthetics and precision. This is how technical production for fashion shows at the highest level should be executed.
Want to learn more about how to plan the technical production of your event? Download our AV Technical Production Guide for Events and gain valuable insights for your next project.
But that’s not all!
If you're preparing for a high-profile event and need a reliable guide to ensure your audiovisual setup is flawless, check out our guide on conducting a successful AV inspection visit. It provides in-depth information to help you assess and improve your technical planning, ensuring smooth operations and flawless execution.
Innovations in technical production for fashion shows
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What did we do differently this time?
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Increased deployment of wireless luminaires.
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Riedel Bolero intercom for smooth coordination.
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8 independent sound zones, synchronised via QLab
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Scenography in total black to maximise visual contrast.
Novelty’s signature: creating emotional fashion events through technology
At Novelty, we don't just execute a fashion show. We design emotions through technology. Participating in Massimo Dutti SS25 meant realising a creative vision with impeccable technical execution.
Technical coordination: the invisible hallmark of our AV company
From the first briefing to the last closing, the Novelty team applied its "Novelty Style": rigorous planning, smooth execution and maximum attention to detail. A silent but decisive work that allowed fashion to be the protagonist.
Do you have an event in mind that requires a high-level audiovisual production? Request your personalised quote and find out how we can help you make it happen.
